FOOD COMMUNICATIONS EFFORTS CONTINUE TO FIND SUCCESS

DENVER, CO (August 22, 2000) –– As part of its food communications program, the beef industry conducted a "New Beef Basics" seminar in Chicago this month, providing a timely update on beef`s benefits to key food communications professionals from across the country.  The seminar was attended by about 40 supermarket consumer affairs advisors and food communicators from major food companies and appliance manufacturers. 

The checkoff-funded program focused on topics such as food safety and irradiation, new heat-and-serve beef products, consumer trends, and the nutritional benefits of beef.  This is the second seminar sponsored by the beef industry to reach this important audience.

This targeted food communications effort is just one of many successful strategies reaching media food communicators nationwide.  Since October 1, 1999, national editorial efforts have resulted in more than 5,250 article placements in publications with combined circulation of 803 million.

The major behind-the-scenes, checkoff-funded food communications program is intended to increase positive coverage of beef in the U.S. media while establishing and strengthening key relationships with editors and other food writers, according to Fita Witte, a beef producer from Stanley, N.M., and chair of the industry`s Public Relations Subcommittee.

“Food editors are a key link between the industry and the consumer," says Witte.  "And because they write about food continually, they welcome the information we can provide about beef.  By getting positive, factual and interesting information into their hands, we`re assuring better coverage about our products."

Among the successes over the past few months has been placement of nearly 500 articles about the beef chuck and round in major magazines.  For example, beef was featured in 29 recipes in Taste of Home (circulation 4 million) and Taste of Home`s Quick Cooking (circulation 278,000) in April/May.  The 1999 National Beef Cook-Off was spotlighted in the articles, as were four Nebraska cooks and their beef recipes.

Value-added products have also been a focus for the food communicator programs.  Positive awareness of these products -- many of which are convenience-oriented -- was responsible for more than 1,160 article placements in magazines and newspapers with combined circulation of 68.7 million since the beginning of October, 1999.

Taking advantage of seasonal promotions, the beef checkoff-funded program helped place nearly 1,700 articles about premium roasts and steaks in publications with combined circulation of more than 288 million.  Included in this was a release in the Associated Press for Beef, Potato and Asparagus Soup that was carried in 129 newspapers with total circulation of 6.2 million.  A release packet to food editors has already generated more than 70 placements with combined circulation of 3.9 million.

"These results wouldn`t be possible without a focused communications program," Witte says.  "Plus, beef industry efforts in past years have paved the way and made our relationships with editors stronger and more successful."

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Beef industry marketing efforts are funded by beef producers through their $1-per-head checkoff program and are managed for the Cattlemen’s Beef Board and state beef councils by the National Cattlemen’s Beef Association.  The national beef checkoff is administered by the Cattlemen’s Beef Promotion and Research Board.  This 110-member board is appointed by the Secretary of Agriculture to oversee the collection of the $1-per-head checkoff, certify state beef councils, implement the provisions of the Federal Order establishing the checkoff and evaluate the effectiveness of checkoff programs.